"People only see what they are prepared to see " Ralf Waldo Emerson (1803-1882)

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Observation: the fundamental base of all research methods in the social and behavioural sciences.

" The emphasis during observation is an understanding the natural environment as lived by participant without altering or manipulating it." (Gay, Mills, & Airaisan, 2006)

Observation research data collection method is where research participants are not actively interviewed about the research objective. Instead,researchers observe their behaviour.

Common Types of Observation:

1- Participant observation
participant observation is when " the observer becomes a part of a participant in the situation being observed" (Gay, Mills, & Airaisan, 2006)

2- Non-Participant observation

" observation in which the observer is not directly involved in the situation being observed. In the other words the researcher observes and records behaviours but doesn't interact or participate in the life of setting being studied"(Gay, Mills, & Airaisan, 2006)

Form of data collection:

* Field Notes

-Descriptive information

- Reflective information

* Observational checklist

* Photograph and video

* Combinations

Advantages of Observation Method

1. If the researcher observes and record events, it is not necessary to rely on the willingness and ability of respondents to report accurately.
2. The biasing effect of interviewers is either eliminated or reduced. Data collected by observation are, thus, more objective and generally more accurate.

Disadvantages of Observation Method

1. The most limiting factor in the use of observation method is the inability to observe such things such as attitudes, motivations, customers/consumers state of mind, their buying motives and their images.
2. It also takes time for the investigator to wait for a particular action to take place.
3. Personal and intimate activities, such as watching television late at night, are more easily discussed with questionnaires than they are observed.
4. Cost is the final disadvantage of observation method. Under most circumstances, observational data are more expensive to obtain than other survey data. The observer has to wait doing nothing, between events to be observed. The unproductive time is an increased cost.